In this episode of the Purposeful Marketing Podcast, hosts James and Mary invite special guest Alan Fennewald, a conversion writer and multi-instrumentalist, to discuss purposeful marketing in the B2B ads realm. Alan shares his insights on vintage B2B ads, especially highlighting a successful Caterpillar Tractors ad from 1926 that humanized B2B products by connecting them to relatable B2C products. The conversation dives into the importance of crafting ads that engage consumers on a human level, focusing on the problem, agitating it, and providing a solution. The trio also explores how modern B2B ads can learn from historical advertisements and emphasizes the need to tailor ad content based on the campaign's objectives, whether it's brand awareness or driving conversions. They discuss the challenges of modern advertising, such as creating ads that resonate with audiences on platforms like LinkedIn and Facebook while respecting their time and space. Join this insightful discussion and discover the value of historical ads, how to craft purposeful B2B ads, and the importance of keeping customer needs at the forefront.